LESSON 3 INTEGRATED MARKETING COMMUNICATIONS

1. Why does it matter that brands should be remembered by consumers?

Companies use a brand as an identification sign, label, slogan, name, word,

and/or sentence to differentiate their product from others. A brand identity can be
created using a mixture of one or more of those elements. A trademark is a legal right
granted to a brand name. Customers' perceptions of a brand are known as brand image.
It can be described as the customer's view of the brand. Over time, this image
develops. Customers create an impression of a brand based on their encounters and
experiences with it. These interactions can take several different forms and aren't all
related to the buying or use of goods and services.

2. Measure the brand value of Coca-Cola.

Various consumer demand research surveys have been conducted to assess the
price that consumers would pay for products over and above a baseline. Since this is
not what we do in the real world, measuring the worth of products and calculating the
value of intangibles by challenging customers to separate out the brand and put a
numerical value on it is daunting.

According to
Statista 2021, Coca-
Cola's was estimated at 84
billion dollars in 2020.
It all began in 1886, when
John S. Pemberton's
drink was served for the
first time at a soda fountain
in Atlanta, Georgia. Coca-Cola remains one of the most powerful brands in the world
today, ranked in the top ten based on strength rating, more than a century later.

3. Give 10 examples of brands with high value/worth throughout the years.

Apple is the world's most valuable brand. Many people know Apple's logo
today, as it has been the most influential and strong brand in history. Experts from
rating firms estimate its worth at $323 billion.
Amazon is the world's second most valuable brand. Amazon is also the fourth
most expensive corporation in terms of market capitalization. Amazon is the largest
online retailer in the United States, offering and distributing a wide range of products.
Microsoft is also one of the most well-known names in the PC tech industry. It
launches new-generation Windows operating systems, Microsoft Office, a suite of
document-editing tools, and a slew of other apps. Microsoft also manufactures its own
handheld devices and appliances, as well as camera, audio, and office equipment.
Google is currently the world's fourth most valuable brand. Since Google is the
most widely used search engine on the internet, it is likely that all internet users are
familiar with it. As a result, the "Google" brand is among the most expensive in the
world.
Samsung is a consumer electronics company that is well-known around the
world. The Samsung Group now has a plethora of product lines to choose from.
Suwon, the provincial capital of Gyeonggi-do, Republic of South Korea, is the
company's headquarters.
Coca-Cola is the most well-known carbonated soft drink in the world, with a
net profit of more than $6 billion per year.
Toyota is a Japanese corporation established by Sakichi Toyoda in 1924. It's
worth noting that he didn't start out making automobiles; instead, he was making
weaving looms.
Mercedes-Benz is one of the world's most well-known automobile brands. In
1926, the German corporation was formed by the merging of two major rivals.
 Mercedes-Benz has been ranked second in the list of automobile manufacturers since
2018.
McDonald's is a worldwide fast-food restaurant chain that ranks 9th on the
most valuable brands list. Despite a capitalization decline of 11% in 2015 as a result of
a string of scandals, the company's total estimated valuation is $42.8 billion.
Disney was founded in 1923 by Walt Disney and his brother Roy Disney. The
company began as a small animation studio and has grown to become one of
Hollywood's biggest.

4. Why is brand awareness Important?

When it comes to introducing new products and services, brand awareness is

significant, as it influences customers' decisions when evaluating competing
companies. It allows customers to make repeat purchases, resulting in increased
market share and incremental sales. Brand awareness is also necessary for
businesses who use social media platforms to advertise themselves proactively.

5. How important is brand equity in a business?

Developing brand equity is critical because it helps businesses to more

successfully connect with their customers in a manner that fosters brand satisfaction
and allows the company to expand. The hunt for consumers is first and foremost for
fledgling brands that need as much assistance as possible. However, it's important to
concentrate on the core of brand values and continue cultivating them at this early
point. In an increasingly competitive marketplace, determining a company's location
and developing it into an identity is critical; in an increasingly crowded marketplace,
this will identify the brand and enable it to stand out from its rivals, which is essential
for gaining market share in a digital environment full of fickle customers.

LESSON 4 INTEGRATED MARKETING COMMUNICATIONS

1. Why is there a need for a creative brief?

A creative brief is a one- or two-page text that outlines a project's plan.

Consider it a diagram that instructs the intended viewer - the design team - on how to
better achieve the campaign's stated objectives. The account manager typically creates
the creative brief in near collaboration with the customer. To that effect, it's an
understanding of the client's identity and product concepts and vision. The nature of
this brief is open-ended, and it is normally written by and for the department. You
should - and should - add something that can aid the design team in further
understanding the brand and product.

2. Who is the creative brief made for and why?

The creative brief isn't designed to solve the client's problem; rather, it
functions as a starting point for your team's creativity. It should provide only enough
information to challenge the team's thinking and encourage them to come up with new
solutions to the problem. As one commentator expressed it, "Are you confident that
this brief will encourage a correct solution?" is a fair question to ask yourself.

3. Give another example of a creative brief based on what you’ve learned.

Despite the fact that different campaigns will need different imaginative
deliverables, both of your briefs would be fairly similar. We've laid out a standard
format for you to adopt in order to guarantee that no specifics are overlooked. If you're
using internal or external help, certain basic elements will differ slightly, but most
imaginative briefs can contain the following items: The history, ethos, or mission of
your business. A summary of the initiative, as well as how this call for innovation ties
into the campaign's overarching approach. Details about the target audience, such as
the regions you're targeting and any relevant demographic or psychographic profiles.
The goal you want to achieve with the artistic deliverables, or your "huge idea." Your
brand's tone of voice and messaging. Your competitors, as well as any obstacles or
pushback you expect. Your budget and the time period in which you need the project
done are among the logistical information.

4. Create your own creative concept for a business you aspire.

The business that I would like to start is the BIOMIS, an environment-friendly

multi-purpose spray.
 5. What is the benefit of having a good creative concept?

The creative brief initiates the creative process which serves as a "creative
contract" for both partners. The creative brief serves as a roadmap for the development of
creative ideas. The winning creative concept is used to design materials and events. A
creative concept is a broad "Big Idea" that piques the audience's imagination, elicits an
emotional reaction, and motivates them to act. It's a common thread that can be seen in
both political tweets, calls to action, contact platforms, and target audiences. A caption,
tagline, and main graphic are usually used to convey the creative concept. Creative
concepts that are effective are distinct, unforgettable, unifying, and timely. Nike's "Just
Do It" campaign, the "Got Milk?" campaign, and the Red Ribbon Campaign are just a
few examples.